We are Europe’s leading Lifestyle and Action Sports licensee and distributor, with over 40 year’s heritage and experience.

Our mission is to deliver brands and products that inspire an active and empowering lifestyle. European in focus, we are located in the UK where our premises house our UK staff, sales showroom and warehouse.  Our European team are based in territory, with sales and admin support provided here at Shiner HQ.


Shiner is a third generation family owned business as we have expanded, we have worked hard to ensure that sense of family is not lost.

We recognise that every brand is different and therefore we put brand stewardship at the centre of everything we do.  A one size fits all approach simply will not work – identifying the route to sustainable growth and long term equity is paramount in all of our decisions.

From assortment to product placement, we work closely with all of our partners to ensure that their brands are given the best support at retail to enable their growth for years to come.  As a result, it is common for us to cultivate relationships that last for decades.

The 7 tiers of Brand Stewardship

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A flavour of our existing customers & channels

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Apparel, Lifestyle & Dept. Stores
Mass Retail / Sports Stores
Specialty & Action Sports